In Ekaterinburg, a city with 20 state universities and over 180,000 students, it's fair to say that students make up quite a bit of the population. In order to use this to its advantage, the Podzemka Club and Bar, along with the Red Pepper agency devised quite a clever tactic to get more students in its doors.
Podzemka's spacious environment and low prices are specifically designed for university crowds, but in order to help students truly feel like the space was their own, they were asked to make their own ads for the bar.
The user-made ads were spread across social media, billboards and multi-video screens, and in return, students were rewarded with a membership card that provided access to the bar and a voucher for a free drink. This virtual word of mouth campaign was successful at increasing Podzemka's patrons by 50%.
Student-Generated Bar Ads
The Podzemka Bar Had Its Customers Design Their Own Ads
Trend Themes
1. User-generated Advertising - The use of user-generated ads can create a more engaging and personalized experience for customers, leading to increased brand loyalty.
2. Virtual Word of Mouth Marketing - Leveraging social media and user-generated content can be a powerful strategy for spreading awareness and increasing customer base.
3. Leveraging University Student Population - Targeting the university student population can be an effective way to attract a large customer base and drive business growth.
Industry Implications
1. Hospitality - The hospitality industry can utilize user-generated advertising to create a more inclusive and personalized experience for guests, leading to increased customer satisfaction and loyalty.
2. Advertising - The advertising industry can explore virtual word of mouth marketing strategies to tap into the power of user-generated content and social media platforms.
3. Education - The education industry can partner with local businesses to provide opportunities for students to gain real-world marketing experience through user-generated advertising campaigns.